Clase de Transformación Digital para alumnos de la Pittsburgh University

1. Communication &
Digital Transformation
Federico Gottfried
March 2018

2. Brief
Presentation

3. • Degree in Communication at Austral University with
specializations in IAE and Di Tella
• Consulting Director at Hauscom, specialized in Digital
Transformation, Communication and Marketing
• Digital Strategy Manager at Farmacity
• Head of Digital Marketing at Volkswagen
• Senior Digital Consultant in Llorente & Cuenca
• Worked at Grupo Cie, for his radios and online media
@fedegottfried
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@fedegottfried
Federico Gottfried
Brief Presentation

4. Introduction

5. Recent History of Digital

6. What changes in the Digital era?

7. Reach

8. Speed

9. If you change the reach and the speed, then
change the scale

10. Argentina in the Digital World
Source: We Are Social https://wearesocial.com/special-reports/digital-in-2017-global-overview
Internet users in
the world
• 3,7 Billion:
Almost 50%
of the total
• 66% connect
from a phone
Internet users in
LATAM
• 66% with
Internet
access
• 4th place after
Europe, USA
and Oceania
Users in
Argentina
• 79% with
Internet access
(13th place)
• 1.8 Cellphone
lines per
habitant

11. “Digital transformation is when you connect
people, things, and information. Connecting
those things, that's the digital part. The
transformation is how you use those things
that you're connecting to transform your
business. Companies are leveraging digital
transformation to grow while saving money.”

12. Los objetivos de las compañías son esencialmente los mismos de
acuerdo a cada modelo de negocio, y las preguntas que habitualmente
se hacen sus ejecutivos son:
• ¿Cómo voy a crecer este año?
• ¿En qué mercados voy a participar?
• ¿Con qué productos y servicios?
• ¿A través de qué ventajas competitivas?
• ¿Con qué nivel de riesgo?
El cambio de paradigma digital ha modificado las respuestas a estas
preguntas. Internet ha modificado la escala de los negocios.
La Organización en Internet
What changes in the Digital Organization?

13. Habits of customers may change, but their
interests and needs are similar, it is necessary
to understand their expectations

14. How we identify the Opportunities, and we
detect the Threats?
The Question is:

15. Digital Companies vs Traditional Companies

16. 5 Key Topics

17. 1. Content
Clients identify with a purpose or
a mission that transcends the
business

18. Starbucks and the story behind coffee
• "The success of a merchant depends on his ability to
tell a story" Schultz CEO of Starbucks
• Revitalizing the emotional relationship with the
client (smell, images and the feeling of community
in the premises), goes back to a unique experience
in the establishment of coffee that can not be
imitated
• In 2007 post crisis, they developed a new mantra:
"Cultivated with responsibility, distributed with
ethics and served with pride"

19. 2. Speed
Clients expect reaction capacity,
in terms of action and
communication

20. Zappos and Customer Experience
• It is the company that best represents the
Customer Experience, through values and
internal culture.
• "In 2003 we thought we were a footwear
company that offered great customer service,
today we think of Zappos as a brand with great
customer service that casually sells shoes" Tony
Hsieh, Founder
• Its biggest challenge was the development of a
supply chain for "Deliver WOW" (the company
offers practically no discounts)

21. 3. Transparency
Detect and correct the error
before the client does it

22. Digital Journey

23. 4. Innovation
Being the best in the category is
not enough in a highly
competitive market

24. Airbnb &Design Thinking
• 2009. Airbnb is on the verge of bankruptcy, is
unknown, revenues reached $200 per week and
losses drowned its three founders.
• They used the rules of design thinking:
empathize, define, devise, prototype and test.
They put themselves in the shoes of customers,
and managed to reverse it.
• In just 8 years, it has achieved a valuation of 7,2
billion euros, surpassing hotel chains with many
years of experience exceeding one million
accommodations in 33,000 locations in 192
countries.

25. 5. Performance
In the digital world everything
can be measured and corrected
at every moment

26. Amazon, results come first
• There are few companies as successful as Amazon, in the
use of technology and electronic commerce to shape
their business, beat the competition, enter new markets,
put the customer at the center of that business and
obtain benefits.
• Its success is because it is one of the best places to buy
cheap. There are cheaper sites, but Amazon has good
customer service and is concerned that its customers are
satisfied.
• This model has created a giant that has enormous
amounts of information about how its customers are,
which allows it to fine-tune its innovations, although
without renouncing the culture of trial and error.

27. ¿What´s next?

28. Thanks!
@fedegottfried
in/fedegottfried/
@fedegottfried
Federico Gottfried